adidas See My Creativity

Art direction for 2018’s Here to Create [See My Creativity] global campaign. A first time for adidas, the conversation shifts from gender to creativity in sport. Women athletes often go too unseen with their accomplishments and contributions. The campaign kicked off a more inclusive direction from a notoriously male-centered industry and brand. Graphic direction was an undisguised shout-out to feminist artist Barbara Kruger. Images showcase real women athletes, creating themselves through sport. All effects were done in-camera. Stills were captured on a shared film set with 72andsunny AMS, where most shots were improvised between takes and on the sidelines. The spot focused on women athletes in Baseball, European Football, Basketball, Rugby, Hockey, and Volleyball. Images were used in campaign materials, including the final spot, and as supplementary content on social media and ecom.